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    04 Motivation

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    rizwan matloob
    The document discusses consumer motivation and how marketers can understand consumer needs and goals. It covers topics like innate vs acquired needs, types of goals, how motivation leads to action, and defense mechanisms consumers may use when frustrated. Measurement techniques for understanding consumer motives are also discussed.

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    04 Motivation

    Uploaded by

    rizwan matloob
    26 views30 pages
    The document discusses consumer motivation and how marketers can understand consumer needs and goals. It covers topics like innate vs acquired needs, types of goals, how motivation leads to action, and defense mechanisms consumers may use when frustrated. Measurement techniques for understanding consumer motives are also discussed.

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    The document discusses consumer motivation and how marketers can understand consumer needs and goals. It covers topics like innate vs acquired needs, types of goals, how motivation leads to action, and defense mechanisms consumers may use when frustrated. Measurement techniques for understanding consumer motives are also discussed.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    26 views30 pages

    04 Motivation

    Uploaded by

    rizwan matloob
    The document discusses consumer motivation and how marketers can understand consumer needs and goals. It covers topics like innate vs acquired needs, types of goals, how motivation leads to action, and defense mechanisms consumers may use when frustrated. Measurement techniques for understanding consumer motives are also discussed.

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    © All Rights Reserved
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    Consumer Motivation

    Chapter Outline
    • Model of the Motivation Process
    • Goals
    • Motives
    • Needs
    • Motivational Research
    Needs and Motivation
    • Needs are the essence
    of the marketing
    concept. Marketers do
    not create needs but can
    make consumers aware
    of needs.
    • Motivation is the driving
    force within individuals
    that impels them to
    action.
    Figure 4.1 Model of the Motivation
    Process

    Copyright 2007 by Prentice Hall


    Types of Needs
    • Innate Needs
    – Physiological (or biogenic) needs that are
    considered primary needs or motives

    • Acquired Needs
    – Learned in response to our culture or
    environment. Are generally psychological and
    considered secondary needs

    Copyright 2007 by Prentice Hall


    Is a body spray an innate or
    acquired need?

    Copyright 2007 by Prentice Hall


    Innate or Acquired?
    Directions of Motives or Needs
    • Positive direction: we may feel a driving
    force toward some object or condition
    – Ex: work out to look attractive
    • Negative direction: we may feel a driving
    force away from some object or condition
    – Ex: work out to avoid diseases
    Goals
    • The sought-after results of motivated
    behavior
    • Generic goals are general categories of goals
    that consumers see as a way to fulfill their
    needs
    – i.e. someone wants to be successful
    • Product-specific goals are specifically
    branded products or services that consumers
    select as their goals
    – i.e. someone wants to study in NSU and want to
    work in BATB or Unilever

    Copyright 2007 by Prentice Hall


    The Selection of Goals
    • The goals selected by an individual depend
    on their:
    – Personal experiences
    – Physical capacity
    – Prevailing cultural norms and values
    – Goal’s accessibility in the physical and social
    environment
    • i.e. a young woman wants to be tanned by sun
    exposure to attain her goal. But due to the
    dermatologist’s opinion she can’t be exposed to sun. so
    instead she started using sun tanning products to
    achieve her goal.

    Copyright 2007 by Prentice Hall


    Types of Goals

    Positive Goals Negative Goals


    • Approach Goal • Avoidance Goal
    – A positive goal toward – A negative goal from
    which behavior is which behavior is
    directed directed away
    – i.e. when a student – i.e. when a student does
    genuinely wants to higher education just to
    attain higher education avoid criticisms of the
    and thus goes to family and friends.
    collage. Collage is the Criticism is the
    approach object avoidance object
    Copyright 2007 by Prentice Hall
    Rational versus Emotional Motives
    • Rationality implies that consumers select
    goals based on totally objective criteria
    such as size, weight, price, or miles per
    gallon
    • Emotional motives imply the selection of
    goals according to personal or subjective
    criteria as pride, fear, affection or status
    – i.e. price reduction in Swiss chocolate vs.
    regular value chocolate: Reduction (rational)
    vs free (emotional)
    Copyright 2007 by Prentice Hall
    Types of Motives

    • Latent Motives
    – Motives that the consumer is unaware of or
    unwilling to recognize
    – Harder to identify
    – Require projective techniques to identify
    • Manifest Motives
    – Motives that the consumer is aware of and
    willing to express 3-13
    The Dynamic Nature of Motivation

    • Needs are never fully satisfied


    • New needs emerge as old needs are
    satisfied
    • People who achieve their goals set new
    and higher goals for themselves

    Copyright 2007 by Prentice Hall


    Substitute Goals
    • Are used when a consumer cannot attain
    a specific goal he/she anticipates will
    satisfy a need
    • The substitute goal will chase away
    tension
    • Substitute goals may actually replace the
    primary goal over time
    – A person who can’t afford BMW will prefer a
    Japanese car and the Japanese car becomes
    the substituteCopyright
    goal2007 by Prentice Hall
    Frustration
    • Failure to achieve a goal may result in
    frustration.
    • Some adapt; others adopt defense
    mechanisms to protect their ego.

    Copyright 2007 by Prentice Hall


    Defense Mechanism
    • Methods by which people mentally
    redefine frustrating situations to protect
    their self-images and their self-esteem

    Copyright 2007 by Prentice Hall


    Table 4.2
    Defense Mechanisms

    • Aggression: express aggressive behavior


    • Rationalization: invent reasonable reasons
    • Regression: childish or immature behavior
    • Withdrawal: just withdrawing from the situation
    • Projection: project blame on other person or
    object
    • Daydreaming: fantasize to attain imaginary
    unfulfilled needs
    • Identification: identify the source of frustration
    and remove it Copyright 2007 by Prentice Hall
    What type of
    defense
    mechanism is
    this
    spokesperson
    using in this
    ad?

    Copyright 2007 by Prentice Hall


    Arousal of Motives
    • Physiological arousal:
    – Bodily needs
    – increasing the body temperature indicates
    fever
    • Emotional arousal:
    – Latent needs
    – person who wants to be a famous writer tend
    to be a blogger
    • Cognitive arousal
    – Cognitive awareness of needs
    Copyright 2007 by Prentice Hall
    – Ad can remind someone of home and family
    Maslow’s Hierarchy of Needs
    Figure 4.5

    Copyright 2007 by Prentice Hall


    Table 4.3 Murray’s List of
    Psychogenic Needs
    • In 1938 Henry Murray published Explorations in Personality,[1] his
    system describing personality in terms of needs. For Murray, human
    nature involved a set of universal basic needs, with individual
    differences on these needs leading to the uniqueness of personality
    through varying dispositional tendencies for each need

    • Needs Associated with Inanimate Objects


    • Needs Reflecting Ambition, Power, Accomplishment, Prestige
    • Needs Connected with Human Power
    • Needs Concerned with Affection between People
    • Needs Concerned with Social Intercourse

    Copyright 2007 by Prentice Hall


    Copyright 2007 by Prentice Hall
    This ad reflects a need for accomplishment
    with her color tone

    Copyright 2007 by Prentice Hall


    This ad reflects a need for power
    A Trio of Needs: Three Needs
    Theory
    • Power
    – individual’s desire to control environment
    • Affiliation
    – need for friendship, acceptance, and
    belonging
    • Achievement
    – need for personal accomplishment
    – closely related to egoistic and self-
    actualization needs

    Copyright 2007 by Prentice Hall


    Measurement of Motives
    • Researchers rely on a combination of
    techniques
    • Combination of behavioral, subjective, and
    qualitative data
    • Construction of a measurement scale can
    be complex

    Copyright 2007 by Prentice Hall


    Motivational Research
    • Qualitative research designed to uncover
    consumers’ subconscious or hidden
    motivations
    • Attempts to discover underlying feelings,
    attitudes, and emotions

    Copyright 2007 by Prentice Hall


    • Report Topics
    – Effect of retail branding on consumer buying
    behavior: a study of fashion brands.
    – • Effect of digital media marketing on
    consumer behavior.
    – consumers and communications
    – Determinants of consumer buying through
    mega stores trend
    – Consumer variables effecting the experience
    in dine out
    – Effects of Occpational status on woman
    Copyright 2007 by Prentice Hall
    buying and cooking food behavior

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